Helping B2B technology companies boost the effectiveness of their marketing and sales organizations

Helping B2B technology companies boost the effectiveness
of their marketing and sales organizations

Primary Research:

$5B Software Company

Problem:

A $5B enterprise software company was preparing a major overhaul of messaging for their product portfolio. The goal was to emphasize the power of the integrated offering while increasing the simplicity and relevance of their messaging.

Solution:

We conducted in-depth interviews with the client's sales and marketing staff and then conducted focus groups with CIOs and other senior IT executives. We acquired insights into product interest, purchase intent, purchase process, key product requirements, as well as client and competitive brand awareness and perceptions.

Results:

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Primary Research:

Privately-Held Services Firm

Problem:

A privately-held services firm was preparing for a major lead generation campaign. They wanted to ensure that their marketing and sales materials provided a compelling and convincing value proposition.

Solution:

We conducted in-depth interviews with CEOs, board members, and functional executives to determine interest, purchase intent, purchase process, key requirements, as well as client and competitive brand awareness and perceptions. The client was surprised that key differentiators they had been using did not resonate with prospects.

Results:

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Sales Enablement:

$20M Services Firm

Problem:

A new sales executive wanted to get his expanded sales team off to a strong start.

Solution:

Based on the results of focus groups with prospects and in-depth interviews with clients, we helped develop new scripts, presentation materials, case studies, demos, and objection-handling strategies for salespeople. We led sales training to introduce new materials and ingrain a vertical-market approach.

Results:

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Sales Enablement:

$80M Software and Services Company

Problem:

An $80M software and services firm was facing stiff competition in a maturing market. They wanted to arm their salespeople with new positioning and tools to reflect their product-line expansion and new market entry.

Solution:

We conducted focus groups with prospects to determine interest, purchase intent, purchase process, key requirements, as well as client and competitive brand awareness and perceptions. As a result of the research, we revised their corporate and product-line positioning and revamped the sales materials to address the new opportunities.

Results:

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Strategy:

$100M Software Company

Problem:

A $100M enterprise software company was struggling to gain new accounts. They faced conflicting requirements from distinct market segments.

Solution:

We worked with marketing, sales, and development to assess:

  • market requirements by customer segment
  • competitive strengths and weaknesses
  • technical dependencies and effort required for new capabilities
  • independent win / loss analysis
  • available technical resources
We helped the turn-around team narrow its market focus to high revenue accounts and devise a new product road map with an achievable sequence of releases.

Results:

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Strategy:

$700M Software and Hardware Company

Problem:

A $700M software and hardware company faced low-end competitors moving upstream in a key product line.

Solution:

We led the marketing team through a facilitated process to investigate both prospect needs and competitive strengths / weakness by market segment.

Results:

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